Unica NetInsight

The Web is arguably the most important marketing channel today. Optimizing the experience of Web site visitors and understanding what’s working and what’s not on a company’s Web site is now a mission-critical responsibility. As a result, Web site analysis is an increasingly demanding process that requires marketers and Web analysts to drill deep for details about visitor behavior, often in unanticipated ways.

But how can online marketers get the information they need about how each visitor behaves on their site when most Web analytics solutions were initially architected to generate reports using aggregate data? How can they be nimble, iterative, and responsive in drawing insights from Web behavior when tagging a site for Web analytics is laborious, difficult to change, and requires them to know in advance all the questions they’ll want answered?

The answer is Unica NetInsight, a Web analytics product architected from the ground up for easy deployment, implementation, and use – not just by analytics experts, but by every marketer:

• Powerful and flexible reports: Forrester writes that “NetInsight excels at reporting and analysis”
• Role-based GUI: adapts to all types of users, enabling easy self-service access to any dashboard or report, from personalized metrics to advanced ad hoc visitor-level analysis
• Individual visitor-level data always available: data at the most “atomic” level is always available, without buying additional product modules, for drill-down, slicing-and-dicing, and auditing of metrics, even if the need to do so wasn’t anticipated when the site was tagged
• “Soft-tagging” infrastructure: page tags are designed only to collect data and don’t define or constrain analyses; the tags are small, with low page overhead, and can be implemented or modified easily and quickly without first determining what kind of analyses will later be needed
• Open data architecture: designed as a single application with an open data architecture providing a strong core for data extension and integration with other complementary technology partners and marketing solutions
• Flexible deployment and migration options: available as enterprise software or on-demand, and easily be migrated from one to the other after initial deployment
• Part of Unica’s complete interactive marketing solution: individual visitors or segments can be selected for immediate inclusion in outbound or inbound marketing campaigns and programs

A more detailed list of Unica NetInsight's capabilities is also available.

Unica NetInsight is a next-generation Web analytics product designed from the ground up to meet the full range of today’s and future online analysis requirements.

Unica NetInsight’s next-generation Web analytics capabilities enable online marketers and Web analysts to:

• Improve results from Web sites by optimizing them for increased conversions and lower conversion costs
• Reduce effort levels associated with Web analytics by spending less time tagging Web pages and modifying and maintaining tags
• Reduce costs by filling all Web analytics needs with one purchase, rather than paying for additional modules and services over time
• Increase speed and responsiveness of Web marketing strategies by answering questions about site performance quickly and easily
• Use a broader set of marketing data by using Unica NetInsight’s open architecture to integrate third-party data from SEMs, e-commerce providers, ad-serving companies, RSS feeds, customer databases, transaction histories, or any other source
• Share Web data more easily because Unica NetInsight serves as a fully-documented, fully-granular datamart, so visitor’s clicks and event histories can be fed into CRM and BI systems or made available to custom queries
• Move from insight to action more quickly because NetInsight is part of Unica’s interactive marketing solution, meaning Web behavior can easily and immediately be used to improve targeting

For examples of Unica customers enjoying these benefits, read how:

• Citrix Systems optimized marketing investments and cut conversion costs by nearly 80%
• Collette Vacations integrated and transformed its entire marketing function, improving results such as increasing Web site lead generation
• AIRMILES increased revenue by driving up the number of completed shopping basket, and reduced online errors by 50%
• Foxwoods reduced Web analytics costs across every site and marketing program
• FreshDirect identified the product categories, site architecture, marketing campaigns and product promotions that work best and do not work to improve marketing ROI
  

A detailed list of capabilities in Unica NetInsight is available, along with a comparison of availability in the Enterprise and OnDemand versions of the product.  Below are some highlights of these leading edge capabilities.

Unica’s Unique Approach to Data Collection

For anyone who has ever used page tags or Web-server log files in traditional Web analytics applications, chances are they were frustrating and time consuming. Fortunately, there’s a better way. Unica’s approach to Web analytics data collection eliminates much of this pain, substantially reducing marketing’s dependency on IT to get started or make changes.

Many other Web analytics software packages require extensive custom JavaScript code to tag pages for customer segments, content groupings, funnel steps, campaign details, etc.  In contrast, Unica “soft tagging” approach minimizes the need for code modifications to deliver advanced, personalized metrics and reports. As a result, marketers can easily set these configurations in NetInsight’s visual user interface.

If marketers’ questions change, most Web analytics packages require a rewrite of JavaScript tags manually to get answers. Not NetInsight. Marketers can apply their changes immediately, via the same visual user interface used to create their tags. That means they get answers faster—and can act on those answers faster, too.

No system of page tagging is perfect: some blind spots inevitably remain. However, Web-server log files are also imperfect. With Unica, marketers don’t have to settle for the trade-offs associated with either approach. They can combine tagging- and log files-based approaches, reaping benefits of both.

Screen Shots

The following are just few examples of the many dashboards, reports, charts and other visualizations available in Unica NetInsight:

A typical dashboard, customizable for each user

 

Visual selection of visitors for inclusion among campaign targets

 

Funnel report to analyze conversions

 

Campaign hierarchy view

 

Path analysis to destination

 

Path analysis from origin

 

Product Sheet

Download a Unica NetInsight product sheet

Analyst Report

Read what the analysts have to say about Unica NetInsight: The Forrester Wave™: Web Analytics, Q3 2009.

White Papers

Read two Unica white papers about Web analytics and online marketing:

• From Web Analytics to Customer Analytics: Making Web Data Personal, defining how marketers can use individual-level customer data from Web analytics software to improve targeted marketing communications
• The Evolution of Internet Marketing, on the ever-changing strategies of online marketing, and the technology requirements derived from those changes

Webcasts

Watch two Unica webcasts:

• Testing, Testing, Testing, Anyone Can Test Online, So Why Don’t You?, on how to improve success rates by testing alternative Web site layouts, content, offers, ads, etc. and picking the winners.
• 5 Do’s & Don'ts for Behavioral Segmentation, Targeting & Interactive Marketing, featuring three well-known thinkers in the field of online marketing discussing how to tackle these capabilities and improve ROI without drowning in the details

Case Studies

Read how Citrix Systems optimized marketing investments and cut conversion costs by nearly 80%.

Read how Collette Vacations integrated and transformed its entire marketing function, improving results such as increasing Web site lead generation.

Read how AIRMILES increased revenue by driving up the number of completed shopping basket, and reduced online errors by 50%.

Read how Foxwoods reduced Web analytics costs across every site and marketing program.

Read how FreshDirect identified the product categories, site architecture, marketing campaigns and product promotions that work best and do not work to improve marketing ROI.